Notes
Think beforeconsensus forms.
Working convictions about what changes next — and what should be built because of it. We publish them early, which means we sometimes publish them wrong.
2026
Proof before permission
A working thing can cross a room that an argument cannot.
↗The room that tells you the truth
Most feedback is politeness wearing a serious face.
↗Move fast where you can return
The speed of a decision should match the cost of changing it.
↗2025
Lose it cheaply
What it costs to be wrong is a design decision, not an accident.
↗The first ten customers choose the company
Early customers do more than validate demand. They teach the product whom it is for.
↗The pilot that goes nowhere
Large organisations will happily test you forever. That is not traction.
↗Start at the center
Bring us the idea before it is safe.
The best moment to talk to us is the moment the old answer stops being obviously right — long before the deck exists. Tell us what changed, and why you cannot stop thinking about it.